Holidaymakers are set to flock to regional Australia in record numbers this Summer, putting Boomtown firmly in their sights as the place to visit, with an extra 1.3 million metro residents intending to shop and play regionally this holiday season compared with the prior year.
4.7 million, or 79 per cent of metro summer travellers, have said they’ll be heading to Boomtown this Christmas and New Year, an increase of 12 per cent YOY, according to the latest SCA iQ Summer Study*.
In addition, 2.1 million regional Aussies, or 85 per cent of regional travellers, plan to explore or staycation in regional areas this Summer, providing huge opportunity for brands to reach relaxed Aussie holidaymakers at scale.
Both metro and regional vacationers are set to spend big in regional Australia, intending dropping significant dollars on eating out (88 per cent), alcohol (69 per cent), accommodation (66 per cent), shopping (57 per cent), entertainment (21 per cent) and car hire (12 per cent).
Road trips are high on the agenda, with 85 per cent set to travel by car to their holiday destination.
Boomtown chairman and SCA chief sales officer, Brian Gallagher, said: “Last year was a record summer for regional Australia, with the easing of COVID-19 restrictions encouraging people to jump in the car and travel.”
“This year is set to be even bigger – not only are the majority of city siders choosing to travel to regional Australia, but Boomtown residents are also opting to holiday in their own backyards. That means 6.8 million wallets ready to spend, so now is the time for brands to take advantage of the predicted summer holiday migration and invest in regional campaigns.”
*Source: SCA iQ Summer Study September 2021 | SCA Communities | National | People 18+ | n=1,057. Calculated by taking the number of people 18+ in Metro and Regional areas then using results of SCA audiences travelling to regional Aus over Summer, SCA iQ has divided the per cent of this audience into the ‘total population’.
